IQ News: GiftCertificates.com Ties The Knot

Wedding megasite The Knot inked a two-year deal with GiftCertificates.com allowing the site to sell its certificates on both theknot.com and dedicated Knot areas on various America Online properties.
Users can buy gift certificates via The Knot’s online gift registry as well as through The Knot Shop, which sells wedding favors, accessories, books and other wedding-related merchandise. Gift certificates are not for Knot merchandise, however, but for other vendors, such as Saks Fifth Avenue, The Gap and Barnes & Noble. GiftCertificates.com kicks a portion of revenue back to The Knot.
“This is a particularly targeted user base that we would otherwise not meet under the same circumstances,” explained Adrienne Skinner, vice president of business development for GiftCertificates.com. “As [users] become familiar with GiftCertificates.com through their experience with The Knot, we believe they will become an ongoing customer even at times when they are making non-wedding-related gift purchases.”
Based in New York, The Knot is the lead wedding content provider for America Online and several AOL brands, including AOL.COM, Netscape Netcenter and Compuserve. The Knot offers community; local information through a recent partnership with regional wedding magazines publisher Wedding Pages; bridal fashions; and a registry.
New York-based GiftCertificates.com sells branded gift certificates online for various vendors including Bath & Body Works, Bed Bath & Beyond, Brooks Brothers, Chanel, Eddie Bauer, Joan & David, Marriott Hotels and Resorts and The Sharper Image. Gift certificates can be sent via e-mail, snail mail or overnight shipping.
The Knot itself offers gift certificates for Tower Records and Blockbuster, along with a “Create-a-Gift” program, where a couple can register for an unusual gift (hardwood floors, dinner at a specific restaurant), listed on their Knot registry. Couples receive American Express Gift Cheques earmarked for that “Create-A-Gift” purchase.
While GiftCertificates.com can work with other wedding sites, The Knot has first right to provide Knot-branded content on GiftCertificates.com, should it opt to feature wedding-related content beyond what its existing merchant partners currently provide.
–Sloane Lucas